Darlie MY highlights the power of a smile with new campaign

Oral care brand Darlie Malaysia has partnered with creative agency FCB SHOUT to highlight the power of a smile with a new brand campaign.

The campaign comes with the brand's new tagline "Closer with a smile", which was developed in line with the oral care brand’s new regional strategy.

The tagline, which was conceived by FCB SHOUT for Darlie in all its Southeast Asian markets, reinforced the brand’s purpose of "inspiring the confidence to connect".

It also encapsulated the transformative power of a smile and its ability to break down barriers and spark new relationships. FCB SHOUT has been working with Darlie in a regional strategic capacity since 2021. 

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Apart from the new tagline, the campaign also features a brand film, which starts with a barber brushing his teeth and later smiling at a customer after giving him a haircut. The customer later comes across a woman who is stuck on the side of the road because her car has broken down. He smiles and helps her.

The woman is later seen filming a dancing video and invites a sad boy to join her. In return, the boy helps a lady in the supermarket who is having trouble reaching the top shelf. 

After that, the lady from the supermarket returns home and sees her new neighbours moving in. She helps them with their boxes as her husband, who is revealed to be the barber at the start of the film, watches on. 

Beyond touchpoints such as TV, digital, retail and on-ground activation, the full marketing plan also involved the release of Darlie’s new packaging, the introduction of a new sonic branding component by way of a brand song conceived by FCB SHOUT, as well as the launch of two new oral care products: Darlie mouthwash and Darlie mouth spray. 

"’Closer with a Smile’ is not a culmination of our journey but rather, it marks the start of a new one. We are embarking on a new era for Darlie with the clear ambition of fostering a closer and more dynamic connection with our consumers, whoever and wherever they may be," said Melissa Wong, marketing director (Malaysia) and director, regional brand development of Hawley & Hazel Malaysia. 

"As a brand with a strong heritage in both Malaysia and Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen," added Wong. 

Shaun Tay, co-owner and CEO of FCB Shout said, "It's been a real privilege working with Darlie on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose and now, to the launch of this massive campaign we’ve been all in. And we will continue to be so, as we look ahead to help the brand gear up for growth." 

"When a brand with as rich of a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up and even down to the packaging, it’s equal parts exciting and intimidating for a creative," said Tjer, FCB Shout's head of creative.

"The conceptualisation and production of this campaign was extremely complex as it had so many moving parts for us to juggle. For instance, we had to ensure that this campaign introduces a fresh side of Darlie in a big way, but at the same time not lose the essence of the brand that millions have come to know and love over the past many decades. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results," added Tjer. 

Prior to the brand refresh, Darlie Malaysia launched a 2023 campaign film featuring Malaysian-pop band, DOLLA for the brand's new All Shiny White toothpaste. 

The film, titled ‘Outshine Your Fears’, offers a retelling of the formation of DOLLA in 2019 where the members of the band confidently arose from the fears that were holding them back, paving the way for the creation of a formidable name in the M-pop scene.

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